Demand for Star Wars toys is “running ahead of expectations” at Hasbro, as the firm reveals that ‘inventory is already running light,’ ahead of Christmas.

Hasbro CEO Brian Goldner unveiled that consumer interest in its first run of Star Wars: The Force Awakens toys is so high, that it has left the company playing catch up.

Star Wars: The Force Awakens hit the shelves around nine weeks ago with September’s global Force Friday event, and while the film will not hit theatres until December 18th, Hasbro is confident that interest has not hit peak yet.

Deadline reports that Goldner is now confident that demand will remain strong in the lead up to the movie’s release later next month and beyond as the sequels arrive in tow.

“It’s not just about this movie,” he said at an Investor Gathering earlier this week.

“Over the next five years there’ll be more Star Wars entertainment than there’s been over the last 30 years. You’re reigniting a fan base.

“When you go fro all the hype to the movie itself, we expect lots of young people to go to the theatres, which will rekindle the brand.”